While Valentine’s Day isn’t everyone’s favorite holiday, what’s certain is that many people are willing to spend money on special experiences on February 14. According to a survey by the National Retail Federation, people plan to spend an average of $196.31 on Valentine’s Day in 2020, and 34% of them plan to spend their money on an evening out with their significant other. This makes the holiday a great opportunity to creatively market your tours and activities to couples, single friend groups, Galentines, and more who are looking for a fun way to celebrate the day. This guide has some tips to market your tours and activities for Valentine’s Day.
1. Highlight your most romantic activities.
Romantic means a lot of different things to different couples, so you have some license to get creative here. Highlight any activities that would make a fun date — like a sunset tour, a private food tour or wine tasting, or even a private axe throwing session for two — on your homepage and marketing channels. There are plenty of people looking for both classic and creative date ideas for Valentine’s Day weekend, so make sure to highlight your private offerings or any tour that offers a beautiful view — nothing says romance like a stunning sunset!
2. Offer customizable add-ons.
On Valentine’s Day, people are willing to spend a little more money to show their loved ones how much they care. A great way to make a tour or activity more romantic (and to bring in some additional revenue) is to offer add-ons such as flowers, champagne, chocolate – or even a secret photographer for those who are using the occasion to pop the big question or capture a special moment. The focus should always remain on your tour or activity, but add-ons make a great tour even more memorable. You can include add-ons to any item in your FareHarbor Dashboard by using custom fields. Learn more about how to set up custom fields.
Pro-tip: Make sure you have a range of offerings at different price points to cater to a wide variety of customers.
3. Offer two-for-one deals.
On the topic of budgets, offering a two-for-one deal is a great way to entice couples to book with you over other companies. This tactic is especially useful for tours that don’t always sell out, or for tours that are offered on “off” times of the day. Alternatively, consider offering a two-for-one deal, or discount, on your most popular tour or activity just for Valentine’s Day weekend. This will bring in new customers who have been wanting to book with you but may have hesitated due to cost limitations. Even those who are single on Valentine’s Day might want to take advantage of a good deal to have a fun experience with a friend or enjoy a Galentine’s Day celebration.
4. Highlight tours for singles and friend groups.
Don’t forget about the singles! More and more people are looking to celebrate their singleness on Valentine’s Day, and many others are looking for fun activities they can do with friends, or where they can meet other singles in a casual setting. Any activity that’s fun for couples is also fun for singles, so make sure to highlight your tours to appeal to single and couple-bookers alike. For a Valentine’s Day special for groups, focus on tours and activities where there is a lot of interaction, collaboration and where your guests can meet a lot of people. Think: an escape room, booze cruise, or food walking tour.
5. Use email marketing and social media to promote your offerings.
A well-timed marketing email can make all the difference. If you choose any of the tips above, make sure your customers know about it by sending out an email blast in the week or two leading up to Valentine’s Day. Create a sense of urgency by using language like “this weekend only” or “Valentine’s Day is almost here!”. Whether you choose to go the romantic route, or focus on the fun and silly, make sure to play up the Valentine’s Day theme in your email and social media campaigns with the use of heart emojis, traditional Valentine’s Day colors like pink and red, or cheesy puns. This is the time to break out your corniest lines!
A fun hashtag can be a great way to capture more potential customers on social media and solicit user-generated content. One way to get your followers involved is to ask them to submit ideas for their perfect date (your own ideas should, of course, reflect your tours), or on the flip side, ask them how they’re celebrating Valentine’s Day as singles. You could even run a social media contest and give away a free tour for two for the most creative answer. People have a lot to say about this holiday, so take advantage of that to drum up some engagement on social media.
Holidays are the perfect time to break out of your usual marketing routine and do something a little creative. We know people are willing to spend some money on this holiday, so put your best tours for couples and singles alike front and center to capture some of that revenue. Don’t miss out on this great marketing opportunity! Get started on your Valentine’s Day promotions today. If you’re loving these marketing insights, head over to our digital marketing guides for more.